While entering the One Show Advertising and Design Awards this year, I chanced upon this quote by Kevin Swanepoel, President of The One Club: "Over the past few years we have seen a trend increasing, agencies are also creating digital and physical products as well as services and software for brands. This trend, lead to the formation of [the Intellectual Property & Products] category."
The future of advertising is here. And we, as ad men and women, need to wake up.
Let's create real digital and physical products for our brands in our pitches, in our proactive work and in our everyday work. Let's get involved in their R&D.
It's about cars; not faster horses.
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